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Lecturer(s)
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Jelínková Martina, Ing. Ph.D.
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Course content
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1st week The structure of the marketing information system for managerial decision-making. 2nd week The essence and basic characteristics of marketing research (MR), the code of ethics of the MRO, the MRO process. 3rd week Preparation of MV - circumstances leading to research, identification of areas of investigation, determination of research objectives. 4th week MV Project (1st part) - specification of information sought, types of data and their sources, types of primary research. 5th week MV project (2nd part) - primary data collection methods, sample survey plan. 6th week MV project (3rd part) - methods of information analysis, organizational and technical security of research, MV schedule, budget of MV. 7th week Qualitative research - individual in-depth interviews, group interviews. 8th week Methods of direct and indirect detection of opinions, attitudes and preferences - scales, association procedures, projective techniques. 9th week Quantitative research - written questioning. 10th week Quantitative research - personal interviewing using an interview network (CAPI). 11th week Quantitative research - telephone interviewing (CATI) and internet interviewing (CAWI). 12th week Observation, marketing experiment. 13th week Processing, analysis, interpretation and presentation of marketing research results.
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Learning activities and teaching methods
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Monologic (reading, lecture, briefing), Dialogic (discussion, interview, brainstorming), Methods of individual activities, Skills training
- Contact teaching
- 65 hours per semester
- Field research
- 30 hours per semester
- Individual project
- 40 hours per semester
- Home preparation for classes
- 35 hours per semester
- Preparation for an exam
- 40 hours per semester
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Learning outcomes
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The objective of this subject is to give to students a complex knowledge and skills in marketing research preparation and realization with using different methods of qualitative and quantitative methods of marketing research.
The graduates are able to define market research objectives and goals, to set up marketing research plan and to realize marketing researches with using different methods of qualitative and quantitative methods of marketing research.
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Prerequisites
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Knowledge in business economics and management on bachelor level is needed for study of the subject.
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Assessment methods and criteria
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Oral examination, Home assignment evaluation, Work-related product analysis
Oral exam, elaboration of qualitative research project and quantitative research project, creation of questionnaire for qualitative research and questionnaire for quantitative research projects, realization of field research.
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Recommended literature
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Foret, M., Melas, D. Marketingový výzkum v udržitelném marketingovém managementu. Praha, 2020. ISBN 978-80-271-1723-9.
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Hendl, J. Kvalitativní výzkum: základní teorie, metody a aplikace. Praha, 2016. ISBN 978-80-262-0982-9.
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Jelínková, M., Lošťáková, H. Marketingový výzkum. PPT prezentace dostupné v systému STAG, aktuální verze. Pardubice: Univerzita Pardubice.
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Jelínková, M. Marketingový výzkum - úkoly na cvičení. Materiály dostupné v systému STAG, aktuální verze. Pardubice: Univerzita Pardubice.
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McDaniel, C., Gates, R.H. Marketing Research: Using Analytics to Develop Market Insights. New Jersey, 2021. ISBN 978-1-119-71631-0.
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Mišovič, J. Kvalitativní výzkum se zaměřením na polostrukturovaný rozhovor. Praha, 2019. ISBN 978-80-7419-285-2.
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Richterová, K. a kol. Úvod do výskumu trhu. Bratislava, 2013. ISBN 978-80-8939-395-4.
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Tahal, R. a kol. Marketingový výzkum: Postupy, metody, trendy. Praha, 2022. ISBN 978-80-271-3535-6.
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